From this month, Playmobil will roll out at WHSmith locations in bustling UK travel hubs following a successful Heathrow pilot
Playmobil is bringing its range of toys to WHSmith stores across the UK, putting the brand in front of families at airports, rail stations, hospitals and other high-footfall travel locations ahead of the summer period.
The rollout will give families more than 1,000 opportunities to discover Playmobil products across WHSmith locations.
The partnership marks a significant step for Playmobil in UK travel and hospital retail. Products are available across WHSmith stores from June, following an early Heathrow Airport launch where products sold out within days, giving both brands a clear signal of demand ahead of the wider rollout.
Mitch Levene, UK and Ireland Country Manager, Playmobil, said: “This partnership gives Playmobil a brilliant opportunity to meet families at the point where our products make immediate sense – just before a journey, during a trip or when someone is looking for a thoughtful gift that feels familiar and trusted.
“We’re proud of the heritage behind Playmobil, and with parents looking for their children to reduce the amount of screen time, the brand is perfectly positioned to fulfil the role of creative imagination & child development. WHSmith provides that platform. Hence, we’re excited regarding the huge potential that the WHSmith partnership provides.”
For Playmobil, the move builds on decades of toy heritage as the business grows its presence in the UK market. With parents increasingly looking for alternatives to screens, Playmobil’s portable, imaginative play products are well placed for the travel moment, whether as a gift, a treat, or a way to keep children entertained on the move. At the heart of the brand’s philosophy is a simple belief: the world is our playground.
Niraj Virji, Head of Buying at WHSmith, added: “Playmobil is a natural fit for our one stop shop offer. As a travel essentials retailer committed to making every journey better for our customers, having a trusted, recognisable toy brand in store means families can pick up everything they need for their journey in one place. The response from the Heathrow launch was really encouraging and we’re pleased to be expanding the range across our UK stores this summer.”
